PMG Digital Made for Humans

Tips for Marketing Around Lunar New Year

2 MINUTE READ | January 16, 2020

Tips for Marketing Around Lunar New Year

Author's headshot

David Gong

With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.

Happy Year of the Rat!

Editor’s Note: New developments about the Wuhan Coronavirus have put many consumers on edge, with millions essentially quarantined in place. As with any health crisis, marketers should be sensitive to the situation.

On January 25th, approximately 1.5 billion people around the world will celebrate the Lunar New Year, sometimes known as the Chinese New Year. A major occasion in several countries, but nowhere is it celebrated more than in China. Regardless of trade tensions between the U.S. and China, brands rightly see the Lunar New Year as a major selling opportunity. 

If your brand is considering jumping into the fray, here are some simple recommendations on how to effectively pull off an authentic and respectful Lunar New Year’s campaign:

  • Focus on the family, especially around coming together again. This could relate to the massive migration within China, or reconnecting abroad by Chinese travelers or those in the diaspora.

  • Use characteristics of the zodiac animal that’s celebrated. In 2020, it’s the rat, and in 2021, it’s the ox. Do more than just use a photo, though, as consumers will appreciate the extra thought and effort.

  • Remember that the Chinese speak more than Mandarin. Many Chinese overseas, as well as in Hong Kong, speak Cantonese. The best bet is to localize the dialect by the audience.

  • Start early, and remember to go the distance. Asian consumers do a ton of shopping before the actual holiday (to the tune of $146B in 2018, according to ChannelAdvisor). And remember that celebrations go for several weeks. Brands like, Adidas, and EcoWorld have campaigns been running weeks before the actual holiday.

  • Make sure WeChat and Weibo are pillars of your messaging plan. This is essential, and if your agency partner hasn’t included both in their proposal, find a new partner.

Using a Western-centric template will not create resonant messaging with Chinese (or other Asian) consumers. The good news is that the principles of localization, market authenticity, and audience-centric design can and will lead to success if brands are assiduous about it.

Happy Year of the Rat!


Continued Reading: 

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Related Content

thumbnail image

Company NewsPMG Culture

We’ve Acquired UK-Based RocketMill, Accelerating Our Growth into Europe

3 MINUTES READ | December 13, 2023

thumbnail image

Consumer TrendsSEO & Paid SearchSocial MediaProgrammatic AdvertisingStreaming & VideoPlatforms & Media

The News & Trends Impacting Retailers in the Lead-Up to Cyber Week

4 MINUTES READ | November 16, 2023

thumbnail image

Company NewsDigital MarketingProgrammatic Advertising

Mary O’Brien to Speak at Digiday Programmatic Marketing Summit

2 MINUTES READ | November 6, 2023

thumbnail image

SEO & Paid SearchPlatforms & MediaDigital Marketing

Retail Brands Won More SERP Real Estate, But Likely Fewer Clicks in Google's August Core Update

6 MINUTES READ | October 25, 2023

thumbnail image

Consumer TrendsSocial MediaAI & MarketingStreaming & VideoPlatforms & MediaDigital Marketing

Takeaways from Advertising Week New York 2023

4 MINUTES READ | October 20, 2023

thumbnail image

Consumer TrendsDigital Marketing

PMG’s 2023 Holiday Shopping Outlook

4 MINUTES READ | October 9, 2023

thumbnail image

Company NewsDigital Marketing

PMG Acquires Camelot Strategic Marketing & Media

3 MINUTES READ | October 3, 2023

thumbnail image

AlliAI & MarketingCompany NewsDigital Marketing

Ready to Transform Your Data into Insights? Just Ask Alli.

4 MINUTES READ | September 29, 2023

thumbnail image

Social MediaPlatforms & Media

TikTok Shop Launches in U.S.

3 MINUTES READ | September 15, 2023

thumbnail image

Programmatic AdvertisingDigital MarketingCompany News

PMG’s Courtney Ou to Speak at AdExchanger Programmatic I/O

2 MINUTES READ | September 14, 2023

thumbnail image

SEO & Paid SearchAI & MarketingB2B Marketing

The Top Takeaways for SEOs & Marketers from MozCon 2023

5 MINUTES READ | September 12, 2023

thumbnail image

Platforms & Media

Preparing for Apple’s iOS 17 & Link Tracking Protection

4 MINUTES READ | September 11, 2023